According to the platform, the change will allow for fewer competition amongst creators applying to have their content monetized, as the rules are created to restrict the number of those eligible for advertising on their channel.
As the standard for placing ads on YouTube, the world's largest video site, has become stricter, ads are likely to vanish from a number of unqualified channels on the website. But now, channels will have to have 1,000 subscribers and 4,000 hours of watch time within the past 12 months to be eligible for ads.
It is unclear whether the previous requirement, that a channel must attain 10,000 views in order to be considered, remains in place.
In a blogpost written by two YouTube executives, chief product officer Neal Mohan and chief business officer Robert Kyncl, the company said that "99% of those affected were making less than $100 per year in the last year, with 90% earning less than $2.50 in the last month".
According to Salesforce's Digital Advertising 2020 Report, which the company officially unveiled Thursday morning, 65% of companies increased their video advertising budgets over the past year.
Paul Muret, vice president of engineering at Google, wrote, "Instead of basing acceptance purely on views, we want to take channel size, audience engagement, and creator behavior into consideration to determine eligibility for ads". By making these updates to YPP, we aim to help creators of all sizes find more success. In addition, Google is looking at ways to offering transparency to advertisers on where their ads run. Google is also now in beta with Integral Ad Science to create a third-party brand safety reporting tool for YouTube. Last year, Google promised to be more vigilant about stopping terrorist propaganda and extremist content, including using human reviewers. For channels now enrolled in the program, the new requirements will be enforced by February 20, 2018.
"While this is a great start, I believe that technology, specifically artificial intelligence, will continue to be the real game changer within the wider advertising industry".
"Ad tech can lead the way forward in correcting content placement issues and ensuring that any inappropriate content is flagged and removed in a timely manner".
"It sucks for the people who are starting, but I think it's very reasonable because those numbers aren't enough to show proof that their content is valuable to the public", said Joe Jo of Just Kidding Films in a statement to NextShark.